Taking Cue From Ritz-Carlton's Customer Service

By

Kelly Kearsley

Updated March 1, 2013 12:40 p.m. ET

When Jack Thurman, president of BKD Wealth Advisors, wanted to create a firm culture that puts clients first, he looked outside the financial advising industry to a company known for its excellent customer service: The Ritz-Carlton Hotel Company.

"You could listen to the (financial advising) industry folks, but then before you know it you're just duplicating the industry," Mr. Thurman says.